NASCAR Taps LeJuan James to Connect with Latino Millennials
MIAMI, FL - July 11, 2018 - (HISPANICIZE WIRE) - Social media comedian and influencer LeJuan James has joined the growing list of social media celebrities working with NASCAR to engage Latino fans and build excitement for racing across the country.
The influencer program led by MARCA, NASCAR’s multicultural AOR, includes appearances at races, and exciting pre- and post-race content to introduce Latino millennials to NASCAR and build ongoing relationships. At 26% of the U.S. millennial population, young Latino adults represent a huge growth opportunity for NASCAR to build a new generation of fans.
In addition to James, NASCAR has engaged a growing roster of the top Latino influencers including Mexican Gueys, Jay Mendoza, Wereverwero, Jenny Lorenzo, Chonga Girls and Watt Sopa during the 2018 season. With a social media reach of over three million, so far this summer they have generated more than 200,000 engagements and more than 1,000,000 branded video views.
Edwin Gotay, Senior Director of Hispanic Marketing at NASCAR says, “It’s important for us to diversify our fan base by creating culturally relevant connections. Working with social influencers allows us to provide Latino fans with entertaining content from a voice they trust.”
James appeared at the culminating event in NASCAR’s salute to service members on July 7 at Daytona International Speedway where he met with Army Specialist Yesenia Gilfranco and Cuban-American NASCAR driver Aric Almirola. The event thrilled Latino fans across the country with more than 800,000 following and sharing LeJuan’s experience at the track.
MARCA president Tony Nieves explains, “NASCAR is building traction with Latino fans, especially the younger segment. Adding LeJuan James to our roster of social influencers is a great way to showcase the excitement and passion of NASCAR to his huge following.”
The National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for the No. 1 form of motorsports in the United States. NASCAR consists of three national series (Monster Energy NASCAR Cup Series™, NASCAR Xfinity Series™ and NASCAR Camping World Truck Series™), three regional series, one local grassroots series, three international series and the Automobile Racing Club of America (ARCA). The International Motor Sports Association™ (IMSA®) governs the IMSA WeatherTech SportsCar Championship™, the premier U.S. sports car series. Based in Daytona Beach, FL, with offices in eight cities across North America, NASCAR sanctions more than 1,200 races in more than 30 U.S. states, Canada, Mexico and Europe. For more information, visit www.NASCAR.com and www.IMSA.com, and follow NASCAR on Facebook, Twitter, Instagram, and Snapchat (‘NASCAR’).
MARCA drives cultural engagement within the changing face of consumers in the U.S. and Latin America. Our work encompasses a broader view of marketing communications – we create ideas that move people through actionable insights, cultural relevance and smart execution. Our full spectrum of services includes advertising, strategy, analytics, digital, social, ecommerce, media planning/buying, direct marketing and shopper marketing. Clients include DishLATINO, Subway, Payless ShoeSource, H&R Block, NASCAR, Wahl, Lyft, Caterpillar, Sobieski Vodka and Panama Jack. Follow us on Twitter @MARCAMiami or visit http://marcamiami.com/ or https://www.facebook.com/MARCAMiami to learn more.